HAND DRAUF

One of the things that bring football to life is the strong sense of community and companionship among fans – for better or worse. Our task was to develop an innovative membership campaign for Schalke 04 FC that puts this spirit on display. For our „Hand Drauf“ campaign, we asked loyal fans of the club to act as private sponsors for potential members who are unable to afford a membership. To generate a maximum PR output across all kinds of media we implemented Schalke 04 players in our campaign. The highlight: A Bundesliga match with the players sporting jerseys with coal dust handprints of their teammates.